Microsoft says that over 80 per cent of UK gamers will have already seen an ad for Halo 5.

The firm is splashing the cash on the launch of the sci-fi FPS, which it says will be the biggest Xbox One launch to-date. The campaign started back in January with the multiplayer beta, and has continued all year.

Since January, the campaign has been viewed by more than 80 per cent of UK gamers; encompassing TV, cinema, digital, outdoor, VOD and press to reach core and mainstream gamers alike,” Xbox content and services boss Amanda Farr said.

In the last few weeks our campaign has ramped up considerably towards the launch on October 27th, starting with the first of our new series of TV spots that premiered across Channel 4 last month – this has been viewed on our UK YouTube channel 1.6m times alone.”

She continued: We have reached gamers through as many touch points as possible and this campaign has been very much a two-way conversation with user-generated feedback being integral throughout – from the multiplayer beta and ‘Hunt the Truth' campaign, experiential at events such as EGX and the direct feedback that we receive from the community.”